Content Marketing Series: Grow Your Business Through Social Media

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As the third part of the content marketing workshop series from SCORE-Austin, this presentation provides a high level overview of what social media is, what it can do, and how to initiate its use on …

As the third part of the content marketing workshop series from SCORE-Austin, this presentation provides a high level overview of what social media is, what it can do, and how to initiate its use on behalf of your own business.

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  • 1. Grow Your Business Through Social Media For SCORE Austin 2014 Content Marketing Workshop Series
  • 2. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 2 About Tommy Landry President, Return On Now Specialty: Internet Marketing SEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics 20+ Years Marketing 14 Years SEO 10 Years SEM Lifetime of Content & Social
  • 3. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 3 Where to Find Me Twitter Me: @tommy_landry Business: @ReturnOnNow LinkedIn: www.linkedin.com/in/tommylandry/ Google+: Return On Now Email: tommy@returnonnow.com Website: http://ReturnOnNow.com
  • 4. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 4 What Is Social Media? Social Media is any platform or technology that allows real people to interact, exchange ideas, have conversations, or otherwise be “social” in a virtual environment. Image Source: Brian Solis on Flickr Under Creative Commons Attribution License
  • 5. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 5 Types of Social Media Social Networking (Facebook) Social Bookmarking (StumbleUpon) Blogging Micro Blogging (Twitter) Media Sharing (YouTube, SlideShare) Gamification / Social Gaming Content Curation Sites (Scoop.it) Any Online Community
  • 6. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 6 Why Social Media for Marketing? • 92% of Marketers Say Social Media Is Important for Business • Increases Awareness Among Target Communities / Audiences • Builds Expertise Before Clients Are Ready to Buy • Drives Demand, and in Turn, Leads • Helps Increase Overall Website Traffic and Revenue Over Time Serves a CRITICAL Role In Content Promotion
  • 7. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 7 The Roles of Social Media Build a Network of Fans and Followers Stimulate Word of Mouth Provide a Vehicle to Promote Content Marketing Efforts / Assets Amplify Messages to a Wider Audience Build Awareness and Brand Preference Drive Engagement In Your Community or Segment Image Source: Wikipedia.org Under Creative Commons Attribution License
  • 8. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 8 Refresher: The Customer Lifecycle Awareness Familiarity Consideration Purchase Awareness Response Evaluation Commitment Psychological Model “Buyer’s Journey” in web circles Simple version: Dated version:
  • 9. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 9 Customer Lifecycle: No Longer Linear SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04- buyer_behavior_helps_b2b_marketers_guide_the_buyers_ journey
  • 10. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 10 Demand Gen vs. Lead Gen Demand Gen Awareness Familiarity Consideration Purchase Lead Gen Social Media primarily plays in the Demand Gen areas. It sets up interest for Lead Gen to be successful once a need for your product or service is clear.
  • 11. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 11 How to Know Where To Be What Content Or Conversation Will You Be Starting? Where To Find Your Target Audience? Where Is Your Focal Topic Relevant?
  • 12. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 12 Social + Content = Inseparable Social Requires Content to Truly Succeed Content Provides Social With Something To Promote The Conversation Is Not Just About Talking… • Creating New Ideas! • Stimulating Conversation • Driving Knowledge Image Source: TopRankBlog on Flickr Under Creative Commons Attribution License
  • 13. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 13 Setting Goals for Social Campaigns By Content Item (Whitepaper, Blog Post) By Tactic (Tweet, Share, Pin) By Program By Topic By Source (Twitter, LinkedIn, reddit – separate free vs. Paid placements) By Audience By Leads By Revenue
  • 14. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 14 How to Set a Social Marketing Strategy Start with SMART Goals Specific Measurable Actionable Realistic Time-Bound Objectives → Strategies → Tactics Image Source: Wikimedia.org Under Creative Commons Attribution License
  • 15. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 15 How Deep is too Deep? Spend 80% of Time On Strategy and Direction Get It Right Up Front Before Execution Starts Do Not Micromanage: Trust Tactical Managers to Deliver Schedule Regular Check-ins Know When To Say When Based On Results
  • 16. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 16 Social Media Rollout Tips Establish Social Media Presence (claim accounts) Understand Your Business In and Out; Have a Purpose Understand Why Your Audience Shares / Engages Listen More Than You Talk (especially at first) Provide Value – No Chest Beating! Content Is the Key to Success – Build Into Your Plan Test, Iterate, Evolve, and Test Again Remember: It’s All About People Hat Tip to Referral Candy (source of expert research cited above)
  • 17. Tips For Leading Platforms 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 17
  • 18. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 18 Tips by Platform: Twitter Mix Up Content Shared Post 10 Others’ Content For One of Your Own Good for Getting Foot in Door Very Short Attention Spans
  • 19. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 19 Tips by Platform: Facebook Pictures and Videos Perform Best Much Better for B2C than B2B Reach Is Dwindling – Intentional Don’t Overinvest Too Fast Careful With Fake Like’s – Especially On Paid Clicks
  • 20. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 20 Tips by Platform: Google+ More Useful for Author Markup Than Social Everyone Should Be On It for SEO Purposes Find Good Communities Get Familiar With Advanced Features Be Smart About Time Spent on G+
  • 21. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 21 Tips by Platform: Pinterest Always Include Images on Blog Posts / Web Pages Pin Every One of Them Build Assortment of Related Boards and Curate Like Other Boards, Give Back Especially Useful for Visual Products, eCommerce, Designers, and Bloggers
  • 22. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 22 Tips by Platform: LinkedIn Best B2B Social Platform Available Keep The Conversation Professional and On Point Claim Your Company Page Participate in Groups – Key Feature Optimize Your Personal Profile – People Will Look Post Periodic Status Updates For Targets
  • 23. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 23 Tips by Platform: Social Bookmarking Select a Manageable Number And Focus On Them Ignore Fads – Use Established Sites Participate In The Community Bookmark All Content You Create
  • 24. Let’s Look At The Top Platforms Time Permitting… 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 24
  • 25. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 25 A Note On Paid Placement Can Boost Likes / Followers Quickly Can Also Blow Money Quickly Test Small, Adjust, Then Expand Patience is a Virtue Expect this to Take Time – no shortcuts to true engagement Caveat - Can Drive Quick Exposure For Premium Content Assets Image Source: Business2Community Under Creative Commons Attribution License
  • 26. Pulling It All Together 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 26
  • 27. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 27 Productivity: Prioritizing Your Time Pick Your Battles: Avoid Social Media Overload Make Intelligent Tradeoffs You Don’t Have to Be Everywhere All The Time Build Into Overall Priorities From the Start Only Dedicate What It Deserves – Adjust As You Learn More
  • 28. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 28 When To Back Off of Social Audience Ignores You You Start Getting Unfollowed / Defriended You Start to Get Stressed Out You Lose the Motivation To Keep Doing It Metrics Tell You To Go Another Direction Image Source: Wikimedia Under Creative Commons Attribution License
  • 29. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 29 Adapting to Results / Feedback Use Social Results to Inform Content Decisions Use Content Decisions to Better Manage Social Use Both To Drive Social SEO Strategies Remember: Nothing Is Set In Stone; Adaptation is Expected Image Source: Wikipedia Under Creative Commons Attribution License
  • 30. 6/19/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 30 Thank you! Questions? Connect with me: Tommy P. Landry, President Return On Now http://ReturnOnNow.com tommy@returnonnow.com Twitter: @tommy_landry